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Latest News

Content Verification (CV) Technology - ABC interim review

Content Verification (CV) Technology - ABC interim review


Securing a safer environment for online advertising – how far does CV technology deliver?

Trust is vital if the online advertising market is to reach its full potential; as the buying process shifts towards using automated decision-making, advertisers need to have confidence in online ad trading systems for the market to flourish.

In 2011 ABC was asked by JICWEBS to review the capabilities of CV tools in order to deliver greater transparency to the industry in terms of the role played by CV technology in reducing the risk of misplaced advertising.

Eight organisations submitted their products for review, the aim of which was to test the ability of these products to block or report, in real time, the serving of an online ad onto destinations that have been defined in advance as inappropriate to a campaign. Inappropriate content in this context refers to any words deemed by the advertiser as unsuitable for the campaign, including brand conflicting content.

View the executive summary report (PDF)

View the full interim report (PDF)